How to start selling on Amazon in Poland and Europe: the complete 2026 guide

Why Amazon is topic number one

Amazon is a brand every online customer knows. For consumers, it is a place where you can buy literally anything. For companies, it is a huge opportunity, but also plenty of formalities and obligations.

📊 A few facts that illustrate it well:

• Amazon.de already accounts for over 60% of eCommerce sales in Germany. It is a market you cannot ignore.
• Amazon.pl has only operated since 2021, but is growing rapidly. More and more brands are testing their strength there.
• With a single Amazon Seller Central account, you can sell across the whole of Europe: from Spain, through France, all the way to Sweden.

Sounds great, right? But beware: entering Amazon is not a sprint, it is a marathon. You need to handle account registration, taxes (VAT, OSS, EPR), choose a logistics model, prepare listings and finally take care of advertising.

👉 In this guide we take you step by step through the whole process. Each chapter is a summary, and if you want to go deeper, you will find a link to a separate article covering the topic in detail.

Amazon seller account: how to start?

The first step is creating an account in Amazon Seller Central. The process is intuitive, but Amazon requires several things:

• company details (tax ID, address, company register number for a company),
• a payment card for charging fees,
• a bank account for transfers,
• the owner’s identity document,
• an email address and phone number.

Then you have to choose a sales plan:

• Individual: no subscription, but you pay about €0.99 per item sold. Good for testing or selling a few units a month.
• Professional: €39 per month. The full package: advertising, reports, Brand Registry, FBA access.

👉 If you are serious about selling, choose the Professional plan right away. Without it there is no point investing time and money: you lose access to key tools.

🔗 See the full guide on account registration and sales plans →

How to ship products: FBA, FBM, EFN, Pan-EU

Amazon gives us several logistics models. They differ in costs, scope of duties and sales potential.

FBM: you ship yourself

• You store, pack and ship.
• More work, full responsibility, no Prime.
• Lower costs, greater control.

FBA: Fulfillment by Amazon

• You ship products to Amazon’s warehouses.
• Amazon handles packing, delivery, customer service and returns.
• Products are in the Prime programme, which increases conversion.
• The downside is the fees, but from experience we know FBA usually delivers better results.

EFN: European Fulfillment Network

• You ship goods to one warehouse (e.g. in Poland or Germany).
• Amazon handles all of Europe, but charges higher cross-border fees.
• A good model to start with.

Pan-EU FBA

• Amazon distributes your goods across the whole EU.
• Great availability, fast deliveries.
• Requires VAT registration in several countries and more formalities.

👉 Our advice? Start with EFN, test the market and only later move to Pan-EU.

🔗 The full guide to logistics models →

VAT and EPR: what you need to know

Amazon enforces legal compliance. If you do not sort out taxes, you risk an account block.

VAT and OSS

• Selling within your home country → standard local VAT.
• Selling to other EU countries → if you exceed the €10,000 threshold, you must register for OSS or for VAT in the given country.
• Storing goods in Germany? You need a German VAT number even at zero sales.

EPR (Extended Producer Responsibility)

• Germany: registration in the LUCID system (packaging).
• France: UIN numbers (packaging, electronics, batteries).
• Amazon requires the numbers: without them your account can be blocked.

👉 These are things to do at the start. Better to spend a moment on formalities than fight a block later.

🔗 The full guide to VAT and EPR →

How to prepare an offer that sells

The product is one thing, but the way you present it often decides success.

Title

• Structure: Brand + Product type + Key features.
• Max 200 characters, no emoji or unnecessary symbols.

Bullet points

• The 5 most important benefits.
• Always start with what the customer gains.

Photos

• Main image on a white background.
• Lifestyle: show the product in use.
• Infographics: dimensions, functions, unique features.

A+ Content

• Enhanced content with graphics, available in Brand Registry.
• Increases conversion by as much as 10–20%.

👉 In our experience, a well-prepared listing can double sales.

🔗 The full guide to offer optimization →

SEO and keywords

Amazon is a search engine. If customers do not find your product, they will not buy it.

How to find keywords?

• Amazon Autocomplete: search suggestions.
• Helium 10, Jungle Scout: competitor analysis.
• Google Keyword Planner: an extra source of inspiration.

Types of phrases

• Short-tail: general (“hiking backpack”).
• Long-tail: specific (“waterproof 40L hiking backpack”).

Backend keywords

You add them in the “search terms” field: the customer does not see them, but the algorithm does.

🔗 The full guide to Amazon SEO and keyword research →

Amazon Ads

On Amazon, PPC advertising is a must. Even the best listing needs visibility.

Campaign types

• Sponsored Products: the most important at the start.
• Sponsored Brands: advertising the brand and multiple products.
• Sponsored Display: remarketing and ads outside Amazon.

How to start?

• Budget: €5–10 per day per product.
• Monitor ACOS: a target of 15–25%.

🔗 The full guide to Amazon PPC advertising →

Frequently asked questions (FAQ)

Can I sell without a company? No, you need a registered business.

How much does selling cost? Professional plan: €39/month + commissions from 8 to 15%.

What is the Buy Box? It is the main “Add to cart” button. The winner is the seller with the best price, availability and service.

Do I need VAT in Germany? Yes, if you store goods there or use Pan-EU FBA.

🔗 The full FAQ →

Summary: and what next?

Amazon is huge potential: access to millions of customers across Europe, the ability to scale a business quickly, tools for advertising and brand building. But it is also concrete challenges: taxes, logistics, offer optimization, advertising.

👉 If you want to enter Amazon stress-free and with a ready plan, get in touch. At Amazonway we help companies:

• set up an account and pass verification,
• handle VAT and EPR,
• optimize listings and A+ Content,
• launch effective PPC campaigns,
• scale sales into new markets.